Kazakhstan Reimagined: Insights into Kazakhstan's Image Among Chinese Internet Users

The image of a country is shaped by a combination of factors, including official representation and public perception. While Kazakhstan is presented as a reliable and important partner of the PRC at the official level, perceptions among the Chinese population may differ. This research aims to analyze Kazakhstan's image beyond the official narrative by studying its portrayal in the PRC's social media, specifically through content analysis of discussions on the popular social network Zhihu. The paper identifies prevailing themes in discussions about Kazakhstan among Chinese audiences and addresses the gap in literature, which was mostly focusing on Kazakhstan image among Western public.